Shopper marketing: Social's impact on retail store views

Ian Edwards

This article explains how social advertising can drive retail purchases using data from a campaign by IKEA, the furniture and homeware retailer, in the UK.

Shopper marketing: Social's impact on retail store views

Ian EdwardsVizeum

The improved availability and precision of mobile and social media data offers an opportunity to examine the true impact of social advertising on bricks-and-mortar sales in a robust way, and confirms its positive influence on purchase decisions.

Models of marketing effectiveness typically aim to evaluate the impact of an independent variable (something that can be changed, such as advertising or price) on a dependent variable (things like brand perception scores or sales). The problem is that, up until this point, most marketing effectiveness research outside of performance media has...

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